چهار حوزه محتوای کامل

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همان طور که پیش از این فهمیدیم، توزیع و کشف دو راه اساسی برای مصرف محتوا هستند. همچنین متوجه شدیم که برندها از طریق پیام های مستقیم و غیرمستقیم می توانند با مشتری های خود ارتباط برقرار کنند. امروز می خواهیم به چهار حوزه محتوای موجود در هر استراتژی محتوای کامل بپردازیم.

1. محتوای کارکردی

محتوای کارکردی، محتوایی است که هنگامی که افراد سرچ می کنند، آن را کشف می کنند. این محتوا به طور مستقیم درباره برند، محصولات و خدمات است. برای بسیاری از برندها این محتوا شامل محصولات، دسته بندی ها و محتوای برند بر روی وب سایت است. گاهی هم ممکن است از بروشورها و کاتالوگ های آفلاین استفاده شود. هرچیزی که هنگامی که شما به عنوان یک برند از خودتان حرف می زنید، استفاده شود، در حوزه محتوای کارکردی قرار می گیرد. در فضای دیجیتال، محتوای کارکردی باید بسیار دقیق اندیشیده شده باشد تا به اطمینان دهد که در لحظه سرچ حتما کشف خواهد شد. برای این کشف به یک تحلیل و استراتژی جامع سئو نیاز داریم.

2. محتوای اطلاعاتی

محتوای اطلاعاتی هم در درجه اول نوعی محتوا است که باید کشف شود. محتوای اطلاعاتی هنگامی کشف می شود که افراد آن را سرچ کنند. اما محتوای اطلاعاتی درباره برند، محصولات و خدمات نیست. محتوای اطلاعاتی کلید نیازها، خواسته ها و علاقه های مخاطبان است. برای مثال یک برند برتر تغذیه ورزشی ممکن است محتوایی درباره سلامتی و هدف های تناسب اندام یا تغذیه ورزشی تولید کند. برای موثر بودن محتوای اطلاعاتی، باید سه شرط رعایت شود:

  • 1. آیا این محتوا به برند مرتبط است؟
  • 2. آیا این محتوا چیزی است که مردم به دنبالش هستند؟
  • 3. آیا می توانید محتوا را طوری تولید کنید که مطمئن باشید حتما کشف می شود؟

3. محتوای مشارکتی

هم اکنون در حوزه محتوایی قرار داریم که باید در همه کانال های صحیح برای مخاطب توزیع شود. بر خلاف آگهی های بازرگانی، محتوای مشارکتی به طور مستقیم درباره برند شما، محصولات و خدماتتان نیست. این محتوا باید در گوش مخاطب طنین انداز شود و نیازهای خاص، خواسته ها، نقطه های حساس علاقه یا نقاط درد را تحت تاثیر قرار دهد. برخلاف محتوای اطلاعاتی، این محتوا باید در لحظه های غیرفعال، مخاطب را جذب کند. هنگامی که مخاطب اصلا به دنبال کمک نیست. به بیان ساده، باید کانال های درست برای برند و مخاطبتان را تشخیص دهید، سپس به تولید محتوایی بپردازید که مخاطب را در لحظه غیرفعال جذب می کند.

4. محتوای تبلیغاتی

در نهایت حوزه محتوای تبلیغاتی را داریم، که برای توزیع طراحی شده است. محتوای تبلیغاتی درباره برند، خدمات و محصولات شما است. البته محتوای تبلیغاتی بسیار گسترده است و چیزهای بسیاری را از پاسخ دادن درباره قیمت ها و آگهی های محصول برای شرکت های تجاری تا آگهی های برند چند میلیون پوندی سال نو را در بر می گیرد. یک استراتژی محتوای کامل باید همان میزانی که زمان، هزینه و انرژی برای سه حوزه محتوایی دیگر صرف کرده، برای محتوای تبلیغاتی هم صرف کند.

امروز در وبلاگ ناربو چهار حوزه اصلی تولید محتوای کامل را مرور کردیم. همچنان که در پایان متن هم ذکر شد، باید برای هر چهار حوزه محتوا زمان، انرژی و هزینه متناسب با هم صرف شود. ناربو همراه شماست تا بتوانید محتوای کاملی را تولید و توزیع کنید.

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کارشناس ارشد زبان و ادبیات فارسی هستم. دوره کارشناسی را در دانشگاه اصفهان و کارشناسی ارشد را در دانشگاه الزهرا گذراندم. زبان، ادبیات، فرهنگ و هنر کشورهای مختلف برایم جذابند.

 زبان انگلیسی را در موسسه گویش آموختم و هم اکنون درحال یادگیری زبان عربی در کانون زبان ایران هستم.

شبکه های اجتماعی ناربو

 
کتابچه

لطفا برای دریافت رایگان کتابچه بازاریابی محتوا اطلاعات خود را وارد کنید.

ثبت نام طرح رایگان
همراه عزیز ناربو،

خوشحالیم که مایل هستید جز اولین کاربران سرویس جدید ناربو باشید. امیدواریم این سرویس بتواند مدیریت پروژه‌های ترجمه شما را ساده کند و کیفیت‌ ترجمه‌های شما ارتقا پیدا کند.

لطفا فرم زیر را تکمیل کنید تا برای ارائه اطلاعات تکمیلی با شما تماس بگیریم. همچنین در زمان رونمایی از این سرویس شما اولین نفری خواهید بود که از آن مطلع می‌شوید و تا 2 ماه امکان استفاده از سرویس با 50% تخفیف برای شما امکان پذیر خواهد بود

ثبت نام طرح فردی
همراه عزیز ناربو،

خوشحالیم که مایل هستید جز اولین کاربران سرویس جدید ناربو باشید. امیدواریم این سرویس بتواند مدیریت پروژه‌های ترجمه شما را ساده کند و کیفیت‌ ترجمه‌های شما ارتقا پیدا کند.

لطفا فرم زیر را تکمیل کنید تا برای ارائه اطلاعات تکمیلی با شما تماس بگیریم. همچنین در زمان رونمایی از این سرویس شما اولین نفری خواهید بود که از آن مطلع می‌شوید و تا 2 ماه امکان استفاده از سرویس با 50% تخفیف برای شما امکان پذیر خواهد بود

ثبت نام طرح گروهی
همراه عزیز ناربو،

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لطفا فرم زیر را تکمیل کنید تا برای ارائه اطلاعات تکمیلی با شما تماس بگیریم. همچنین در زمان رونمایی از این سرویس شما اولین نفری خواهید بود که از آن مطلع می‌شوید و تا 2 ماه امکان استفاده از سرویس با 50% تخفیف برای شما امکان پذیر خواهد بود